Manufacturing companies have limited opportunities to network, to foster relationships, and to establish their prominence within the industry. For many manufacturing companies, trade shows provide some of the most robust opportunities of all. To make the most of trade show appearances, however, it’s important to execute a strategic digital marketing plan. The best plans will include effort pre-show, during the show, and after it wraps up.
In this post, we’ll share a few tips to maximize your trade show presence, from the digital marketing experts here at Clarity Digital Agency.
Pre-Show Digital Campaigns
You can’t start your digital marketing efforts the day the trade show begins. Instead, it’s important to use digital marketing to hype up your appearance, building some advance buzz and ensuring people actually come out to your booth.
Consider a couple of options for doing so.
Email Marketing
Announce your trade show participation to your email subscribers, using tailored content for targeting existing clients as well as potential leads. You might consider linking to trade show specific landing pages, or to blog posts relevant to whatever you’ll be bringing to the event.
Social Media
Also use LinkedIn, Twitter, and industry-specific platforms to create enthusiasm around your trade show presence. Incorporate relevant keywords and hashtags to enhance discoverability, drawing from SEO best practices. And again, don’t forget to share landing pages, relevant blog posts, etc., as you seek to “tease” your trade show presence.
Optimize Your Trade Show Landing Page
We’ve made a couple of references to trade show specific landing pages… but what exactly does that look like?
First, make sure you create a dedicated landing page specifically for the trade show. What this means is that if you go to multiple trade shows during a given year, you’ll need multiple landing pages. Use targeted keywords that align with the trade show’s themes and your product offerings. Provide readers with your booth number and location, a schedule for product demos, and a CTA to schedule meetings with you or your team.
Consider also using lead capture forms in exchange for downloadable content like whitepapers or case studies. Again, ensuring SEO alignment is crucial here.
Use SEM for Conquesting
There are a couple of SEM best practices that we’d recommend.
Leveraging Google Ads for Conquesting
Launch a targeted SEM campaign using Google Ads, bidding on competitor keywords related to the trade show. This is a strategy known as conquesting, and it helps you capture potential leads who might be researching other exhibitors at the trade show you’re attending.
Retargeting Ads
Retargeting campaigns can be used to remind past website visitors and existing leads about your upcoming trade show presence. Ensure tailored messaging, encouraging these leads to look you up if they’re at the trade show!
Engage in Pre-Show Content Marketing
There are a couple of ways to use content to demonstrate your thought leadership and subject matter expertise before the trade show.
One important step is to write a series of blog posts leading up to the trade show. Focus on topics relevant to your target audience, weaving in trade show-related keywords to enhance your SEO viability. Remember that the goal is to position yourself as an industry authority, building a reputation for expertise before the show begins.
Also partner with industry blogs or trade show organizers to publish guest posts, including backlinks to your website. This is effective not only for building buzz but also for improving your site’s SEO potential.
Make Use of LinkedIn for Targeted Outreach
LinkedIn is an essential social platform for manufacturing companies, and it can be particularly useful in the weeks leading up to a big trade show.
First, you can use LinkedIn’s Sponsored Content feature to reach decision-makers who are attending the trade show. Make sure you incorporate the same keywords you use to position your Google Ads.
Direct messaging can be meaningful, too. Send personalized LinkedIn InMail messages to key prospects, letting them know how much you’d love to see them at your booth. Consider passing along relevant content, too, showcasing your industry expertise in advance of the show.
Establish Your Presence at the Trade Show
There are a couple of important things you can do to bolster your presence at the trade show itself.
First, be aware that most trade shows have their own apps. These present a golden opportunity for you to promote your brand. Ensure your company’s profile on the trade show app is SEO-optimized with relevant keywords and up-to-date information. You might even want to consider sponsoring the app, which can really drive traffic to your booth.
Additionally, use interactive displays, VR/AR experiences, and digital tracking tools at your trade show booth. You can capture attendee data through these interactions and follow up with content tailored to their interests.
Remember to Do Post-Show Follow Up
The best way to follow up with attendees after the trade show is to combine SEO, SEM, and content efforts.
Be quick to launch a follow-up email campaign targeting leads captured at the trade show. Link to SEO-optimized content, including blog posts or specific product pages, to help funnel some of that interest back to your website.
There are several content-related initiatives you might take post-show. For instance, pen a recap blog post about your trade show experience, summarizing key takeaways and providing industry insights. Promote this content through Google Ads and social media campaigns, using SEM to extend the reach of this trade show specific content.
Make the Most of Your Next Trade Show Appearance
Digital marketing tools can help manufacturers optimize their trade show experiences, while also boosting their brand and increasing their website traffic. In short, these tools can make trade shows invaluable opportunities for business growth and development.
To find out more about these practices, consider working with a top manufacturing marketing agency. The team at Clarity Digital Agency has a proven track record helping manufacturers achieve their marketing and branding goals, including through strategic trade show outreach. Contact the Clarity Digital Agency team at your convenience.
